HISENSE H.A.(SZ:000921) Huan Qiu Wang·2025-11-14 10:55Core Insights - The article highlights the success of the Rongsheng Fangtang series refrigerator, which topped the sales market share during the Double Eleven pre-sale period, showcasing a triumph in product positioning and technological innovation [5] Group 1: Market Positioning - The Fangtang series addresses the pain points of modern kitchen space integration, particularly for younger consumers living in small apartments and open kitchens [6] - The series features a "60cm true flat embedded design" that aligns perfectly with standard cabinets, eliminating protrusions and gaps, thus enhancing aesthetic appeal and space utilization [6] - The design includes a bottom-mounted cooling system that requires only 3mm of space for efficient heat dissipation, catering to the needs of compact kitchens [6] Group 2: Technological Innovation - The health preservation technology of the Fangtang series is a significant draw for consumers, with many prioritizing the net flavor function over traditional energy consumption metrics [8] - The IDP Dual Purification 2.0 technology offers a comprehensive purification process that includes identification, capture, and decomposition, achieving a 99.9999% sterilization rate in both refrigeration and freezing compartments [9][10] Group 3: Market Performance - The Fangtang series has achieved remarkable market performance, ranking first in offline sales for new products and leading online sales for French four-door models [11] - Within 14-16 weeks of its launch, the Fangtang 515 model entered the top 10 in industry sales, indicating strong consumer demand [12] - The series generated 250 million yuan in sales during the Double Eleven period, marking a significant milestone in the competition for net flavor technology [12] Group 4: Consumer Insights - The success of the Fangtang series stems from a deep understanding of contemporary consumer needs, particularly among Generation Z, who prioritize aesthetic compatibility in their refrigerator choices [13] - The series combines high aesthetic design, robust technology, and emotional resonance, creating a product that feels like a gift to the user every time it is opened [13] - Industry commentary suggests that the Fangtang series represents not just an evolution of products but a revolution in pure lifestyle choices, meeting the complex demands of urban youth [13]